Despite a tough hiring environment, you can build a path to
Workforce Wins.
Manufacturing Manpower.
Textron GSE, a leading manufacturer of ground support equipment for the world’s airlines and airports, recently faced a heightened challenge on the hiring front. In the midst of an across-the-board labor shortage, Textron GSE was also relocating its operations to a more modern and spacious manufacturing facility in a new city: Cartersville, GA.
Agency Services
Media Strategy
Paid Media Buy & Management
Campaign Development
Photo & Video Content
Landing Page Development
Here’s The Situation.
Cartersville was already the home of several manufacturing facilities (hello, competition!) and Textron GSE was a completely unfamiliar brand for this community. The team needed to gain traction quickly to get operations up and moving smoothly. The answer? Boots on the ground plus a strong digital and traditional media campaign to maximize reach, spark engagement and ultimately drive qualified applicants to their Careers page.
The Strategy
We needed to quickly establish Textron GSE as a top employer in the community. The look and feel of the recruitment campaign had to be attractive, compelling and energizing for those ready for a new career. A clear call to action would be needed to move our audience to the next step. Check.
Dynamic Display
Next, the paid media placements had to be highly targeted and deployed through a strategic mix of digital and traditional touchpoints to maximize exposure. With billboard placements, we targeted high-traffic roadways to stay top of mind whether the audience was running errands or on their daily commute to a competitive location.
Savvy Social
The digital campaign further targeted locations of competitive manufacturers and also included technical college campuses since these were the most likely source for qualified candidates. Behavioral targeting was also leveraged to reach the desired audience within the Cartersville area.
“Embracing both traditional and digital media really set this campaign up for success. Billboards, radio and cinema helped drive larger-scale awareness in Textron GSE's new community, and then digital tactics allowed us to nurture prospective employees to the more metrics-driven online application stage.”
— Katie King, Director of Strategy & Research
Leads Leveraged
And finally, the landing page had to create a clear path to conversion for those checking out the site for available positions.
The Results
A quick trend in the right direction. The paid media campaign performed nicely overall in driving general brand awareness in the community plus a total of 4,334 unique landing page visitors and 1,147 digital conversions (defined in this case as “See Job Opening” or “See Our Current Career Opportunities” button clicks. This equated to a 23.88% goal conversion rate.
So this happened.
What does that translate to in real-world metrics? We'll give you one guess when it launched.
GSE Hourly Head Count Growth YTD
The Takeaway
Directing (the right) traffic doesn’t get old.
Media Mavens speak up.
“Working with the team at Textron GSE is an absolute pleasure. Their collaborative nature and infectious passion for the company is apparent throughout the campaign’s messaging and across a variety of mediums. We tapped into a myriad of digital tactics which, paired with a traditional approach, ensures that the Cartersville community not only knows that Textron GSE has come to town, but that they are excited to work for them as well.”
— Annie Frost / Integrated Media Strategist
“Combining powerful on-site photography depicting real team members in dynamic environments with bold type and graphics captures the ethos and impact of a career with Textron. Headlines with dual meaning drive home the core message that our audience will be simultaneously building a better world and a rewarding career.”